To be honest, even though I am of course a most stylish of individuals, elegantly attired at all times - Today I am writing in an emerald green smoking jacket and velvet slippers - I do find the whole world of fashion a little too up it's own arse.

And then I saw this, fun, stylish and rather wonderful ad campaign for Mulberry.

As the great Stefan G Bucher so rightly pointed out to, the more hidden the monsters the better, the less you see of them, the more personality they seem to have.

You can see the rest of the ads in the campaign and read about how they took the look through to the catwalk during LDN fashion week here at the Stylist.

I don't know too much about this charity, other than this is obviously a worthy cause and the 'ad' is a hugely shocking piece of communication.

My biggest question having viewed this though is one that I have to ask of myself, why do I find it so powerful?

Is it simply the power of the film making? ( I'm pretty sure it's not, as I actually don't find them that believable). Or is it the context, as ads don't usually push things this far? Or has the media desensitised me to such an extent that I accept it from black people? Or do I not have enough empathy for someone who doesn't look or live like me? Or is it simply that deep down I'm just racist? Could that be it?

I honestly don't know yet. I'm going to give it some more thought. In the mean time do go sign their petition, even if you can't stomach the film. Please

Oh and I think their website has been nicely thought through with the tone of voice spot on.

Korean Emart recently placed 3D QR code
sculptures throughout the city of Seoul that could only be scanned between noon
and 1 pm each day — consumers who succeeded were rewarded with discounts at the
store during those quiet shopping hours.

Dubbed “Sunny Sale,” Emart’s effort involved setting up a series of what it
calls “shadow” QR codes that depend on peak sunlight for proper viewing and
were scannable only between 12 and 1 pm each day.

The video below explains all this in more detail in a frankly, pretty chee-zee way, pity.

I truly believe a bunch them, linked together with a single cohesive message, tailor-made to the medium and reflective of a brand truth, is one of the most effective ways for a brand to build relevance with its consumer today. A helluva lot more work for an agency and client, and a need for restructuring your renumeration/ROI calculations, which is why we probably won't be seeing campaigns like that anytime soon.